2 0 1 3 Annu a l R e p o r tA l e x a n d r i a C o nve n t i o n & V i s i t o r s A s s o c i a t i o n

2 ACVA FY 2013 Annu a l R e p o r t

Our miss ion i s to generate tour ism and convent ions that increase revenues and promote the C i ty of A lexandr ia and i ts assets .

Ou r M i s s i o n

“In an era of contrived revival towns, Alexandria is the real deal.”— Baltimore Magazine

Dear ACVA Members, Partners & Fr iends:

The past year has been an incredibly gratifying year of growth and transition. We hired a new CEO and set a bold new strategic direction. We saw our City’s investment in tourism promotion increase. That takes courage, because inchallenging times, there is a tendency to retrench. But successful businesses know that when times are tough, that’sprecisely the moment to invest. Tourism is a proven investment that has yielded significant results contributing to theCity’s economic vitality.

Change is a constant for success. We’ve used the past year to analyze our competitive advantages and develop a new12-point strategic plan that will form the foundation of our future work. We’ve restructured our staff and refreshed ouradvertising approach capitalizing on the explosion of digital marketing and social media. We’ve beefed up our directsales and media relations capacity. Finally, we have re-envisioned our brand and will be launching at this year’s annualmeeting a new brand for Alexandria that will be the foundation of everything we do from advertising to the Web toexperience development to front-line service.

All this strategic work has in no way slowed down our ongoing marketing activities. In fact, this year we hit multiplemilestones including:

� 100 million households reached nationwide through advertising

� Over 1 million visitors to VisitAlexandriaVA.com (up 5% over last year)

� $5+ million in meetings and group bookings (up 39% over last year)

� 700 media stories (up 20% over last year)

Ultimately, what defines Alexandria, and what sets us apart from other destinations is the way our businesses, residentsand attractions come together as a single community to create an exceptional and authentic experience. Thank you forpartnering with us in this endeavor.

Jody Manor Patricia Washington2013 Chair President & CEO

2 0 1 3 Annu a l R e p o r t

3ACVA FY 2013 Annu a l R e p o r t

4 ACVA FY 2012 Annu a l R e p o r t

In Alexandria, tourism is big business. A vital and growingsegment of our local economy, tourism means jobs for ourwork force, tax revenues for our City and quality-of-life for ourresidents. In FY 2013, compared to the prior year, our averagehotel occupancy rose from 68.9% to 69.2%. Over the past sixyears, visitor spending in Alexandria has jumped 26%—twicethe statewide average of 13%.

Year Revenue

2012 $23,748,000

2011 $23,130,000

2010 $22,400,000

2009 $21,552,000

2008 $21,735,000

2007 $19,516,000

C i t y T a x R e v e n u e *

Year Alexandria Jobs

2012 6,158

2011 6,067

2010 5,598

2009 6,017

2008 6,023

2007 5,602

E m p l o y m e n t *

Year Visitor Spending

2012 $739M

2011 $711M

2010 $657M

2009 $616M

2008 $645M

2007 $585M

V i s i t o r S p e n d i n g *

*Source: 2012 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation. Data is based on

macroeconomic modeling and provides an estimate of receipts, not an accounting of actual taxes and receipts.

E c o n om i c Imp a c t

ACVA FY 2013 Annu a l R e p o r t 5

“America’s Top Art Places 2013”

ARTPLACE

6 ACVA FY 2013 Annu a l R e p o r t

Our marketing, sales and communications work continued fullthrottle. Our expanded commitment to partnerships alsomeant that ACVA’s tourism investment went farther locally,nationally and globally. The results of those efforts are evidentin the numbers that follow.

2013 was a year of leadersh ip t rans i t ion .And, i t was a lso a year of growth.

2 0 1 3 R e s u l t s

“Morrison House Hotel – World’s Best Service List 2013”

LEISURETRAVEL

7ACVA FY 2013 Annu a l R e p o r t

AC VA by t h e N umbe r s

� $1 million in ads placed� 100 million advertising impressions

A d v e r t i s i n g

� 700 Media Stories Placed, z 20%� 17 million impressions� $700,000 in media value

P u b l i c R e l a t i o n s

� 1 million visits to ACVA website� 10,000 Facebook Fans

E l e c t r o n i c M a r k e t i n g

� First Night� Black Friday� Fashion’s Night Out� Restaurant Week� Arts Jubilee

P a r t n e r s h i p E v e n t s

� Actualized Sales Revenue Up 39%� 73,000 Visitors served at the Visitors Center

S a l e s

$5,000,000

$4,000,000

$3,000,000

$2,000,000

$1,000,000

FY10 FY11 FY12

S a l e s R e v e n u e

$6,000,000

FY13

C r e a t i n g a N ew B r a n d

8 ACVA FY 2013 Annu a l R e p o r t

The foundation of any great business is its brand. Think of thecompanies that embody and sustain success: Apple, Southwest,Starbucks, FedEx, Google, Nike, Target—all of these householdnames have powerful brands.

A brand is more than a logo. It’s an ethos that runs through theculture of a company’s customers and employees. A strong brandguides every management decision. It inspires exceptional servicefrom front-line employees. It establishes fierce loyalty amongcustomers who in turn become your sales force. A brand is whatpeople say about you when you’re not in the room.

In 2013, we committed to re-examine Alexandria’s brand. And we learned a lot. First, in surveying over 1000former visitors, we learned that 98% would consider returning. They told us that the top motivators for their tripwere: history, the waterfront, dining, shopping and special events. Guided by our marketing committee, we alsointerviewed Alexandrians—residents, business leaders and civic leaders. We held meet-ups with history andcultural groups. And we took an uncompromising look at our competitors, both local and those national leaderswho we aspire to compete with—places like Austin, Charleston and Savannah.

All this homework was leading to one end—to establish an identity that is authentic and unique. A value that wewant to carry forward that sets us apart from the competition and that embodies the strength of Alexandria.

On September 18, 2013 we release that new brand...

1. New brand

2. High impact creative

3. Updated media buying strategy

4. Defining target audiences

5. Industry research and tracking results

6. New strategic partnerships

7. Refreshing the website

8. Ramping up social media

9. International program

10. Value of diversity

11. Innovation and agility

12. The right team

In 2013 we interviewed over 100 local business owners, civicleaders and national tourism peers to better understand the newcompetitive environment and Alexandria’s unique place within it.Our new leadership team, working closely with our board thencrafted a new 12-point strategy to guide ACVA into the future.

C r a f t i n g a N ew 1 2 - P o i n t S t r a t e g y

9ACVA FY 2013 Annu a l R e p o r t

USATODAYA GANNETT COMPANY

TM

“Top 10 Great Places to be Inspired by Innovation-2013”

ACVA Marketing Program $ 2,833,158

General & Administrative 279,203

3,112,361

Change in net assets $ 9,264

*Preliminary financial results, subject to final confirmation during audit

10 ACVA FY 2012 Annu a l R e p o r t

We’re pleased to report that ACVA completed Fiscal Year2013 with a balanced budget of $3.1 million. Bothrevenues and expenses came within ½ of 1% of target.And we continue to spend that money efficiently,controlling administrative expenses so that $9 out of every $10 is directed to destination marketing.

F i n a n c i a l R e s u l t s f o r F Y 2 0 1 3 *

� ACVA Marketing Program� General & Administrative

E x p e n s e B r e a k d o w n

9%

91%City Allocation $2,909,725

Member Dues 127,552

Visitor Center 11,273

Visitors Guide & Web Site 69,498

Interest 3,577

3,121,625

R e v e n u e

E x p e n s e s

ACVA FY 2013 Annu a l R e p o r t 11

12 ACVA FY 2013 Annu a l R e p o r t

13ACVA FY 2013 Annu a l R e p o r t

We begin FY 2014 from a position of strength. Our civic leaders understand the importance of tourism and have

taken a bold step to grow our tax base by investing in it. This year, our City increased its investment in ACVA’s

advertising, sales and international marketing effort by $200,000. That decision was informed by research that

shows that every $1 invested in Alexandria’s destination marketing yields $4 in tax receipts.

Our political leaders and planners are also making major investments on the waterfront to make it a distinctive,

global destination for both visitors and Alexandrians alike.

Development officials also pulled off a coup when they signed the National Science Foundation (NSF) to

relocate its headquarters to Alexandria. When NSF opens its office in 2016, it is conservatively estimated that

this vital new tenant will generate 60,000 room nights annually for Alexandria, and spin off extensive ancillary

hotel, restaurant, retail and travel revenue along with it.

At the same time, we recognize that the impact of sequestration will continue to be felt during the near term.

We’re responding to that change with a marketing plan that places increased weight on the leisure market, a

revised sales agenda featuring our Government Guarantee provision, and integration with new national efforts

encouraging the use of accumulated paid-time-off.

In 2014, we will launch our new brand, and it will be evident in all aspects of our business model. First ACVA will

offer a new look and message that runs through all our advertising, website and collateral. Our media mix will

change so that we’re blending traditional print media with an increased presence on the web and in social

media. Our marketing will be more targeted with a focus on two segments that best align with our product—

“Cosmopolitan and Discerning, 45-64” and “Urban Professionals, 25-40”.

Working with our agency, BCF, we will launch a new research and performance tracking tool, HAL. This will

enable us to monitor quickly the effectiveness of our campaigns and programs, and make adjustments mid-

campaign to leverage messages and events that are yielding the highest return.

We have important new partnerships with the Virginia Tourism Corporation, Capital Region USA, and Northern

Virginia Visitors Consortium to leverage our collective resources and initiate an international marketing

campaign.

There will also be upgrades to our Visitor Center to welcome more people and orient them more effectively.

And, we will add brochure distribution in the newly enhanced waterfront, so that we’re reaching guests not only

in our own space, but also in public high traffic areas.

Internally, we have already reorganized the ACVA team to ensure stronger capacity and expertise in new priority

areas such as electronic marketing, direct sales, social media and communications. To improve membership

services, we will dedicate a staff member to work one-on-one with members to ensure that they are maximizing

their membership and focusing their marketing investment where it can yield the highest return.

Altogether, it’s a comprehensive plan to take Alexandria to the next level. We look forward to working hand-in-

hand with you to establish Alexandria’s reputation as a “must-see” national destination.

L o o k i n g A h e a d t o 2 0 1 4 a n d B eyo n d

“America’s 2nd Most Romantic City—2013”

14 ACVA FY 2013 Annu a l R e p o r t

"An American Musical Landscape"@home | real estate lounge & design center216 — A City Bed & Breakfast529 Kids ConsignA la Lucia A Show of HandsAffordable Signs & BannersAlexandria ArchaeologyAlexandria Chamber of CommerceAlexandria Colonial ToursAlexandria CupcakeAlexandria Economic Development PartnershipAlexandria HarmonizersAlexandria SingersAlexandria Symphony OrchestraAlexandria ToursAlexandria Transit CompanyAlexandria's Footsteps to the PastAmalgamated Classic Clothing and Dry GoodsAMERICA!American in Paris Fashion & Couture Inc.Antique GuildArlandria Chirilagua Business AssociationArt League, Inc.Art on the AvenueArtfully ChocolateArtfully Gifts & ChocolateArth Capital ConsultingASCO Conference CenterAsian BistroAthenaeumBastilleBellacaraBen & Jerry's Ice CreamBertucci's Italian RestaurantBest Western Mount Vernon - Fort BelvoirBest Western Old Colony InnBGR - The Burger JointBike and Roll AlexandriaBilbo Baggins RestaurantBirchmereBishop BoutiqueBittersweet Catering~Cafe~BakeryBloomersBlown ... the SalonBRABO by Robert WiedmaierBrides & Weddings of Northern VirginiaBugsy's Pizza Restaurant & Sports BarBurke & Herbert Bank & Trust Co.BW Art, Antiques & CollectiblesCaboose Cafe & BakeryCampagna CenterCandi's CandiesCaphe Banh MiCapital BoudoirCapreseCarlyle ClubCarlyle HouseChadwicksChariots for HireChart House RestaurantCheesetiqueCherry Blossom Weddings & EventsChrist ChurchChristmas AtticChristopher H. Jones AntiquesCity of AlexandriaClayborne ApartmentsClub Managers Association of AmericaClyde's at Mark CenterCoco BlancaCollingwood Library & Museum

Comfort Inn AlexandriaComfort Inn Alexandria LandmarkCourtyard by Marriott - Alexandria Pentagon SouthCourtyard by Marriott AlexandriaCreameryCrowne Plaza Old Town AlexandriaCurrent BoutiqueDairy Godmother Frozen Custard & Nostalgic TreatsDandy Restaurant Cruise ShipsDaniel O'Connell's Restaurant & PubDash's of Old TownDC LiveryDC Metro Food ToursDC Metro Magazine & Alexandria GuideDecoriumDeja Vu BoutiqueDel Ray ArtisansDel Ray Business AssociationDel Ray CafeDelia's Mediterranean Grill & Brick Oven PizzaDishes of IndiaDiva Designer Consignment & Other DelightsDog ParkDutch's Grill Restaurant & LoungeEast Coast EntertainmentEisenhower ConsignmentEisenhower PartnershipElinor Coleman's Vintage MirageEmbassy Suites AlexandriaEntertainment CruisesEuropean Country LivingExtra PerksFabulous Frocks of Alexandria — The Luxe Bridal

Consignment BoutiqueFaccia LunaFashion Finchfibre spaceFinn & PorterFireflies Bar & RestaurantFirst Night AlexandriaFish MarketFlat Iron Steak & SaloonFleet TransportationFlying Fish RestaurantFontaine Caffe & CreperieFort Ward Museum & Historic SiteFoster's GrilleFountains Day SpaFreedom HouseFriendship FirehouseGadsby's Tavern MuseumGadsby's Tavern RestaurantGallery LafayetteGeorge Washington Birthday Celebration CommitteeGeorge Washington Masonic MemorialGeranio RistoranteGet Out and Give BackGold WorksGossypiaGrape + BeanGrille at Morrison HouseGunston Hall PlantationHampton Inn & Suites — Alexandria Old Town

Area SouthHampton Inn Old Town King Street Metro StationHank's Oyster BarHard Times CafeHarmon's Horse-Drawn Hayrides and CarriagesHawthorn Suites Alexandria by WyndhamHilton Alexandria at Mark CenterHilton Alexandria Old Town

Holiday Inn & Suites, Alexandria - Historic DistrictHoliday Inn Alexandria SW at Hoffman Town CenterHoliday Inn Express & Suites Alexandria Fort BelvoirHollin Hall - The Meeting HouseHollin Hall Pastry ShopHooray for Books!Hotel Monaco Alexandria, a Kimpton HotelIl PortoImagine ArtwearImperfections - Antiques and Great StuffIndus ImportsIreland's OwnIrish WalkIvy Hill Cemetery Historical Preservation SocietyJackson 20Jake's of Old TownJulian ToursKeenthingsKing Street BluesKing's JewelryKiskadeeKit & CaboodleLa BergerieLa CuisineLa Fromagerie Cheese and Wine BistroLa MadeleineLa TascaLandini Brothers Inc.Landmark MallLaporta's RestaurantLavender Moon CupcakesLawrence Miller & CompanyLayla's Lebanese RestaurantLe Tache Lingerie & Couples BoutiqueLee-Fendall House Museum & GardenLight Horse RestaurantLittle Monogram ShopLittle Theatre of AlexandriaLorien Hotel & Spa, a Kimpton HotelLos Tios GrillLotus BloomsLou LouLucky KnotLyceum, Alexandria's History MuseumMai Thai RestaurantMain Event CaterersMajesticMarie Louise MeyerMartz Gray Line of Washington DCMary M. Gates Learning Center at

United Way WorldwideMcEnearney Associates Inc.Medieval Madness at Renaissance HallMedieval Times Baltimore/WashingtonMeetings and Events of DistinctionMetroStageMint ConditionMonroe's An American TrattoriaMontague & Son - The Birkenstock StoreMorris Visitor PublicationsMorrison House, a Kimpton HotelMount Vernon Antique CenterMount Vernon: George Washington's Estate & GardensMurphy's Irish PubMuseum FramingMystique JewelersNational Children’s MuseumNational HarborNational Inventors Hall of Fame and MuseumNational Museum of the Marine CorpsNewseum

Nick's NightclubOffice of Historic Alexandria - Lloyd HouseOld Presbyterian Meeting HouseOld Town Business & Professional AssociationOld Town Crier Inc.Old Town ExperienceOld Town TheaterOld Town ToursOld Town Trolley ToursOlde Towne GemstonesOlio Tasting RoomOlivera Music EntertainmentOn-Site Productions Inc.OverwoodPanera BreadPatricia Palermino StudioPatrick's Designs LLCPaul McGehee's Old Town GalleryPhillips FlagshipPink & Brown Organic & Trendy Children's BoutiquePink Palm of AlexandriaPita House Family RestaurantPizzeria ParadisoPompanoosuc MillsPopped! RepublicPork Barrel BarbecuePort City Brewing CompanyPost Carlyle Square Apartment HomesPotomac Bead CompanyPotomac Belle ChartersPotomac Fiber Arts GalleryPotomac Riverboat CompanyPotomack CompanyPrecision Meetings & EventsPretty People Vintage & ModernRampartsRavenchase AdventuresRed Barn MercantileRed Roof Inn AlexandriaRedRocks Neapolitan BistroRenner & Company, CPA, P.C.Residence Inn by Marriott Alexandria at CarlyleResidence Inn by Marriott, Alexandria - Old TownRestaurant EveReston LimousineREVEL StyleRoyal RestaurantRoyal ThaiRT's RestaurantSacred CircleSalon 46Sam Phao Thai CuisineSangjun Thai RestaurantSavio's RestaurantShadowLand Family Entertainment CenterSheraton Suites AlexandriaShe's Unique Jewelry & GiftsShoe HiveShooter McGee'sSilver ParrotSilverman Galleries Antiques & Antique JewelrySouthside 815Spice & Tea Exchange of Old Town, AlexandriaSpringHill Suites Alexandria Old Town/SouthwestSt. Elmo's Coffee PubSt. George GalleryStabler-Leadbeater Apothecary MuseumStuart Nordin Home & DesignStudio Antiques and Fine Art, Inc.Sugar CubeSugar House Day Spa and Salon

F Y 2 0 1 3 A C VA M embe r s

15ACVA FY 2013 Annu a l R e p o r t

ACVA Members Cont inued

Sunrise Hair StudioT.J. Stone's Grill House & Tap RoomTaverna CretekouTchoupitoulas — Tradition with a TwistTeaism Old TownTempo RestaurantTen Thousand VillagesThe Hour Cocktail CollectionThe LoungeThe WharfTisara PhotographyToday's CargoTop Golf AlexandriaTorpedo Factory Art CenterTower 2000 ApartmentsTrademarkTradition de FranceTrinity United Methodist ChurchTruly-Life Eco GiftsTwo Nineteen RestaurantUnion Street Public HouseUrban AnglerVan Bommel Antiek HausVermilionVilla Di Este RestaurantVirginia ShopVirginia Theological SeminaryVirtue Feed & Grain

Warehouse Bar & GrillWashington Metro Area Transportation AuthorityWashington Suites AlexandriaWest End Business AssociationWestin AlexandriaWheel Nuts LLCWhistle Stop HobbiesWhole Foods Market Old TownWhy Not?Windows Catering CompanyWoodlawn — Frank Lloyd Wright's

Pope-Leighey HouseZento Japanese RestaurantZoe Boutique

Charter Members:

Alexandria Hotel Association

Bike and Roll Alexandria

Mount Vernon: George Washington's Estate, Museum & Gardens

National Museum of the Marine Corps

Potomac Riverboat Company

Execut ive Committee

Board ChairJody ManorChief Financial OfficerBittersweet Catering, Café, Bakery

Vice Chair/Incoming Board ChairTobias ArffGeneral ManagerKimpton Hotels, Morrison House

TreasurerVic ParraPresident & CEOUnited Motorcoach Association

Secretary Patricia WashingtonPresident & CEOAlexandria Convention & Visitors Association

Officer At-LargeHenry A. HartGeneral CounselSociety for Human Resource Management

Officer At-LargeMike BarberGeneral Manager, Washington Suites Alexandria

Board of Governors

Mayor’s RepresentativePaul SmedbergMember, Alexandria City Council

City Manager’s RepresentativeMark JinksDeputy City Manager, City of Alexandria

Alexandria Hotel Association PresidentCharlie BantaGeneral Manager, Hilton Alexandria Old Town

At-Large RepresentativeRob KaufmanPresident, PMA Properties

Attraction Representative Stephen A. MarksManaging Partner, Bike & Roll Washington DC

Historic PreservationChristopher JonesOwner, Christopher H. Jones Antiques

Restaurant Owner/ManagerKyong YiOwner, Fontaine Caffé & Creperie

Retail Owner/Manager*Eric Nelson Owner, Artfully Chocolate*Completed board service with our thanks 6/30/13

Retail Owner/ManagerAmy RutherfordOwner, Red Barn Mercantile

Retail Owner/Manager**Debra ArnettDel Ray Variety**Newly elected board member 6/30/13

Pro-bono Legal Serv ices:

Duncan BlairLand, Carroll & Blair PC524 King StreetAlexandria, Virginia 22314

F Y 2 0 1 3 A C VA B o a rd o f G ove r n o r s

ACVA Staf f

President and CEOPatricia Washington

Group Sales ManagerLaurie Bledy

Visitors Service ManagerRenee Cardone

Office Manager and Research AnalystVito Fiore

Chief Operating OfficerTom Kaiden

Membership and Promotions ManagerMeredith Kirkpatrick

Senior Vice President of SalesLorraine Lloyd

Communications Assistant & WriterMolly Morris

Director of CommunicationsClaire Mouledoux

Sales ManagerMelissa Ritchie

Senior Sales ManagerRobin Roane

Digital Marketing ManagerAlfonso Wright

Vis i tors Center Staf f& Volunteers

Jacquelyn AustinGeorge CoburnMelanie FallonScott FallonGaby FaundezCristal GonzalezJeff HerreMarilyn HoweAnn McCrackenJay MiddletonChris MullinsScott Robinson Bitsy Unkle

www.VisitAlexandriaVA.com

Alexandria Convention & Visitors Association625 N. Washington St., Suite 400, Alexandria, VA 22314

703.652.5369 • 800.388.9119